Qian Hu Fish Farm is a global integrated ornamental fish service provider and manufacturer of aquarium and pet accessories. They were pioneers of the industry in Singapore, with a strong history dating back to the 1970s 〜
This project’s direction uses 1980s ' cheesy ' nostalgic aquarium imagery and vibe to explore on Qian Hu's rich history. These imageries have been given a modern reintepretation and twist , whilst keeping its nostalgia. Cyan, a conventional color for water, was used as the main corporate color to represent Qian Hu's firm beliefs in tradition and straight-forwardness.
The logomark was designed in a grid system that follows the golden ratio of a perfect square and triangle, to reflect on Qian Hu's emphasis on self-discipline and excellent service. The iconic mascot , the High-Fin loach has great sentimental value to the farm, and was thus retained from the previous branding but given a new illustration style.The same illustration style is also applied to other fishes to create retail identity graphics.